Utilizing Physiological Measures for Understanding Sustainable Consumers' Emotional Responses
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
This study attempted a new methodical approach to examine consumers' responses to images in advertisements and to suggest effective advertisement development in ethical apparel products. It seemed that including images, especially irritable and cruel images rather than clean and optimistic images, would stimulate consumers' physiological responses, such as heart rate and skin conductance, and lead attention to encourage ethical product consumption. Marketers should put their efforts into creating valuable advertisements and campaigns to increase consumers’ interest in ethical apparel products.